Helyett 1952 Advertisement — Cycles and Cyclomoteurs at Stand 75

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Helyett

vous invite à son stand 75
au Salon, où sont présentés
ses cycles et cyclomoteurs

DANS LE PROGRÈS
TOUJOURS EN TÊTE

Siège social et usine à Sully-sur-Loire (Loiret)
Succursale à Caën : 4, rue de l’Abbatiale, 4

[A ruled advertisement set in type and hand lettering, with no drawing or photograph, inside a plain black rule. The marque fills the upper third as a large drawn wordmark, “Helyett” in a heavy looping script outlined in a fine line, the letters linked so that the capital H and the final double t run into one another and the flourish of the y sweeps below the line. Under it three lines are written out in a fine sloping copperplate hand, as though with a pen, giving the invitation to the stand. A short hand-drawn rule, slightly curved, divides that from the motto, which is set in two lines of large heavy condensed sans-serif capitals. A short heavy black bar follows. The address closes the panel in two lines, the head office and works in light roman and the branch in italic. No signature or agency mark appears, and no type from the reverse of the leaf shows through.]

[This advertisement shares page 140 of L’Officiel du cycle with advertisements for Le Chemineau and Gouverneur, each held here as its own record, and one for Celliosprint enamel.]